Kotter's 8-Step Approach

Topics: Electronic Arts, Change management, EA Canada Pages: 7 (2382 words) Published: August 26, 2013
Change using Kotter’s 8-Step Approach
Kyna Greenley
MGT435: Organizational Change
Instructor Shane Engle
June 30, 2013

Change using Kotter’s 8-Step Approach
The world we live in is constantly changing. People, environments, and finances are just a few of these constantly changing forces, and in order to succeed organization’s need to embrace learning and change in order to satisfy the changing needs of those they rely on for profits, employees and consumers. “Despite decades of research on change management, almost 70 percent of organizational change efforts fail.” (Kennedy, Musselwhite, & Plouffe, 2012) Electronic Arts or EA is a good example of an organization in current need of change. In the past two years they have lost profits, have begun to loose consumer support, and have made America’s list of the top 3 worst places to work. By taking a closer look at EA and their need for change we can identify how Kotter’s 8-Step Approach to change can in fact help them in succeeding where past methods have obviously failed.

“Electronic Arts Inc. is a leading global interactive entertainment software company. EA develops, publishes, and distributes interactive software worldwide for Internet-connected consoles, personal computers, mobile phones, tablets and social networks.” (Electronic Arts Inc., 2013) Many of us know them through popular gaming consoles for many of their games, such as Need for Speed, or The Sims. They produce thousands of games across many technological platforms including Microsoft’s X-Box, and Sony’s PlayStations consoles. They also produce online games for many computer operating systems, including many mobile devices.

“Gaming”, as it is referred to today, has grown ever so popular among younger generations and has been doing so for many years. The platforms for playing games have grown in leaps and bounds right alongside the other technological advances throughout the world. We can now play a game on just about any platform alongside someone on the other side of the world, just as if they were sitting in the same room playing right there with you. So, what could possibly make a company that creates such amazing products start to fail so rapidly in recent years?

The sad fact is that even though EA has many reputable competitors, they have managed to become their own worst enemy in the business environment. After many years of game production, EA’s consumers have come to expect a certain quality of product from the manufacturer that has not been seen in the past year. It has been said that games have been rushed into launch in order to keep up with competitors; however quality was given little attention alongside release dates. “A game company needs good games to thrive.” (Tassi, 2013) However, this is not there only serious problem causing them to decline in popularity and profits.

EA is starting to loose there customers due to poor public relations at the organization, and poor systems operations within the internal operating systems of the organization. For some time now customers have been frustrated and complaining that customer relations from the organization were unhelpful at most times, and unconcerned of problems that customers were facing close to 100% of the time. Employee’s, including some upper-level management, voted EA as one of the top 3 worst companies to work for in America. This is inevitable when employees feel under scrutiny with release dates on games being pushed for makers, increasing lay-off rates due to loss of profits, and unpopular responses from customers regarding the organization overall.

With all of the obvious problems that Electronic Arts is currently facing, change is absolutely necessary in order to turn things around for this company inside and out. Kotter’s Eight-Step Approach to change is a process that when used correctly could help Electronic Arts with their need to turn things around before it is too late. “This approach is used as a planning...
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